The Impact of Parent Brand Salience and Extension Innovativeness on Reciprocal Transfer of Image and Performance Associations

Despite a substantial amount of studies on affect transfer, little research has been conducted on reciprocal transfer of image-based and performance-based brand association from line extensions and core brands. The purpose of the paper is to test the effect of extension innovativeness and parent brand salience on reciprocal transfer of image and performance associations. The results show that reciprocal transfer of brand associations is influenced by the innovativeness of the extension and the salience of the core brand but varies whether an association is image-based or performance-based. This paper suggests that a performance-based association reciprocally transfer from an extension to the parent brand notwithstanding of the innovativeness of the extension or the salience of the core brand. For image-based associations, reciprocal transfer is automatic for highly salient parent brand and highly innovative extensions but not for non innovative extension. This paper is important as it fills a gap in the understanding of how newly launched line extension’s specific brand associations influence dilution of parent brands whether the extension is innovative and whether the parent brand is salient during launch

Citation:

Jean Boisvert (2009) ,"The Impact of Parent Brand Salience and Extension Innovativeness on Reciprocal Transfer of Image and Performance Associations", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 39-41.